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A recent study by market-research firm MIDiA Research indicates that charging $100 for Rockstar’s highly anticipated Grand Theft Auto VI could significantly deter consumers and lead to substantial revenue loss. The findings suggest that a $70 price tag represents the “sweet spot” for maximizing sales and overall earnings for the upcoming crime sim.
MIDiA Research, utilizing the Gabor-Granger pricing analysis method, surveyed over 2,000 U.S. consumers to gauge their purchasing intent at various price points. Their conclusive report, as originally highlighted by IGN, firmly positions $70 as the ideal price for GTA 6, asserting that any higher cost would lead to a notable decline in potential revenue.
Perry Gresham, MIDiA Research’s Head of Data and co-author of the study, emphasized this point, stating, “Our research suggests that GTA 6 will generate more revenue at a standard $69.99 price point than the much discussed $100. A $100 price point would actually leave money on the table.”
Brandon Sutton, a games analyst at the firm, echoed Gresham’s sentiment, highlighting GTA 6‘s immense commercial potential. Sutton noted, “Our research shows that 59% of consumers have some interest in purchasing GTA 6, highlighting the immense appeal and commercial potential of the game. This notoriety also makes GTA 6 the perfect test case to understand consumer expectations around video games pricing.” He added that whatever the final price, it should serve as a cautionary tale for other publishers considering price increases in the gaming industry.
The study’s detailed findings reveal a stark contrast in consumer interest based on price:
- 60% of consumers would “definitely” or “probably” buy GTA 6 at $70.
- This figure plummets to just 35% if the game were priced at $100.
- Conversely, interest soared to 79% at an improbable $50 price point.
- Only 16% of consumers would consider buying the game at an “eye-watering” $150.
Based on these insights, MIDiA Research projects that the “optimal” $70 price could translate into nearly 9% of U.S. adults purchasing the game. This could result in approximately 22.9 million copies sold, generating an estimated $1.6 billion in revenue. These findings strongly contradict views from some industry figures, such as former Saints Row developer Chris Stockman, who previously expressed a desire for GTA 6 to launch at $100.
Despite the detailed market analysis, Take-Two CEO Strauss Zelnick has remained tight-lipped regarding the potential pricing for Grand Theft Auto VI. The highly anticipated title is set to launch on May 26, 2026, for PlayStation 5 and Xbox Series X|S, leaving the final price a subject of ongoing speculation.